About
Creating with purpose.
Creative Director and Product Lead with 12+ years of experience leading teams across MENA and LATAM delivering impactful user experiences. I specialize in systemic solutions, storytelling, operational efficiency, and fostering collaboration across design, engineering, product, and business stakeholders.
My greatest purpose is to create and add value to society. That thread runs through everything — from fintech products that help underserved communities access financial tools, to augmented reality awards, to documentary photography in the Amazon, to speaking in front of 50,000+ people about entrepreneurship and creativity.
Today I lead personalization as a product at talabat — defining how signals, ranking, and experience orchestration come together to make millions of customer journeys more relevant. I'm especially energized by the intersection of AI and human experience: using AI not just to accelerate craft, but to raise it.
Originally from Monterrey, Mexico. Currently based in Dubai, UAE.
Trajectory
Senior Product Manager · Personalization · talabat
Owning personalization as an end-to-end product across signals, user representation, ranking, and experience orchestration for MENA.
Senior Manager · Mobile Enablement · talabat
Led a 20+ person cross-functional org. Reduced cycle times by up to 70%, grew design system adoption 53% → 87%+, and received “The Orange One” (2025) for cross-domain impact.
Product Lead · Design System & Deposits · Stori
Shipped DeLorean (100+ components across iOS, Android, Web, Flutter) and Stori Cuenta+. Generated $2.65M in value at 1,801% ROI and cut design cycle time by 38%.
Creative Director & Producer · Create Your Own
500+ multidisciplinary projects and 100+ live events for clients including National Geographic, PayPal, CEMEX, FEMSA, and TEDx. Teams of 30+ across engineering, design, and film.